Your website’s not about you you know

But you can do it way better than that. First of all you’re not U2 so you don’t have to tread water on a career that’s been more or less ostentatiously stagnant and predictably stellar for a couple of decades. Second you can be more honest about the inclusion of your fans. You don’t have to make stuff up in order to appear spontaneous and thrill-seeking. And third you can do better than simply refer to them in an offhand way. Use every medium at your disposal. Take photos of your fans at gigs. Take photos with them. Interview them about what they like - ask which ones are their favourite songs and so on. Wave video cameras at them and just generally get them involved. And most importantly - include them on your website. Give them a reason not only to visit but to bring their friends and say ‘look - that’s me!’ If Bono had taken my photo and put it up on the U2 website (had such a thing existed in ‘93) you can guarantee that everyone I had ever met would have seen it within 24 hours. You get the idea. Don’t just let people visit you on the internet. Let them be part of what they visit. That connection is incredibly important to fans encourages a viral word-of-mouth response and could well become part of a story they’re still telling anyone who’ll listen 16 years later. By Andrew Dubber